Marketing Communications A Brand Narrative Approach
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Description: Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $73.95
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/21/2009
Size: 7.50" wide x 9.75" long x 1.00" tall
|Fundamentals of Marketing Communications|
|An Introduction to Marketing Communications|
|The Consumer and the Decision-Making Process|
|The Marketer and the Decision-Making Process|
|Communication Objectives and Target Audience|
|Target Audience Responses|
|Strategic Target Audience Analysis|
|Tactical Target Audience Analysis|
|Brand Positioning and Communication|
|Tactical Advertising Execution|
|Creative Ad Execution|
|Not -for-profit organizations and PR|